| Abstract [eng] |
Successful proceeding of Lithuanian enterprises is stimulated by customers buying their products. Some of them satisfy consumers demand and are saleable while others are rejected. So it is very important to conceptualize consumers behavior, factors influencing them and consumers decision making process. There was tried to solve the problem coherent with expression of social factors in consumers decision making process in this work. The object is social factors and consumers decision making process. The aim is to explore expression of social factors in consumers decision making process in theoretical level and substantiate this empirically. The analysis of scientific references shows that social factors, such as family, reference groups, personal status and role, make influence consumers decision making process and it’s stages. The analysis of empirical research shows that reference groups play the most important role in almost all stages of consumers decision making process buying cosmetic products in “Eurokos” cosmetic shops, except last stage - result. Expression of family is low in information search, evaluation of alternatives and product choice stages. Personal status and role makes a low influence to problem recognizing and evaluation of alternatives stages. Empirical research was proceeded from the 15th of May till the 30th of April, 2008. Explanatory part of the work consists of 56 pages. There are 2 tables and 27 pictures in this part. |
